Presentation Sample: Social Media Campaign Proposal for a Student Union

Type: Presentation  |  Subject: Marketing  |  Level: Undergraduate  |  Word Count: ~1200 words

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The Brief

As part of a Digital Marketing Communications module, prepare a 10–12 minute presentation for your university’s Students’ Union marketing team proposing a social media campaign to raise student engagement with Union events and services over the coming term. The presentation should cover audience insight, objectives, platform strategy, budget and evaluation measures.

Slide 1

Social Media Campaign Proposal for a Student Union

Boosting student engagement through owned social channels

Presented to: Students’ Union Marketing Team
Module: Digital Marketing Communications (Year 3)
Presenter: BA Marketing Undergraduate

Prepared as the assessed live-brief component of the module, using anonymised Union analytics and a short student survey to ground the proposal in real, rather than assumed, behaviour.

Slide 2

Agenda

• Background and situation analysis
• Target audience and personas
• Campaign objectives
• Platform strategy
• Content pillars and key messages
• Content calendar overview
• Budget allocation
• KPIs and success measures
• Risks and mitigations
• Recommendation and next steps

Slide 3

Background and Situation Analysis

The Union’s Instagram account currently records an engagement rate of around 1.2%, below the wider higher-education benchmark of roughly 3%. TikTok has no active Union presence at present, despite it being the most-used platform among first-year students surveyed for this proposal.

• Event attendance has fallen by around 15% compared with the previous academic year
• Awareness of Union services is lowest among first-years and commuting students
• Current content is mostly text-based flyers reposted from print materials
• Rival student-led societies now post two to three times more often than the Union account, without a clearly higher budget

Together, these signals point to a content and channel problem rather than a lack of interesting activity to promote — the Union already runs a full events calendar, but it is not being communicated where students actually spend their time.

Speaker notes: these figures come from the Union’s own analytics export and a short survey of 60 students carried out for this assignment, so they reflect a real gap rather than an assumed one.

Slide 4

Target Audience and Personas

Two primary personas guide the content decisions that follow:

• Freshers Fiona — first-year, lives in halls, high fear-of-missing-out, active on TikTok and Instagram Stories, decides whether to attend an event on the same day
• Commuting Chris — part-time or commuting student, time-poor, prefers concise Facebook Group posts and WhatsApp reminders, values practical information over entertainment

Every content decision from Slide 6 onward is checked against these two personas: if a post would not stop either Fiona or Chris mid-scroll, it is reworked or dropped rather than published for the sake of a full calendar.

Speaker notes: these personas are built from the survey responses and short informal conversations with five Union committee members, rather than assumed demographic averages.

Slide 5

Campaign Objectives

• Raise Instagram engagement rate from 1.2% to 3% within one 12-week term
• Grow the TikTok following from zero to 800 followers
• Drive 500 click-throughs from social posts to the Union events sign-up page
• Increase first-year awareness of Union services, measured by a follow-up survey

Each objective is written to be specific and measurable against baseline data collected in Week 1, so success can be judged rather than assumed. Objectives were deliberately kept to four so that the campaign can be evaluated properly within a single term, instead of chasing metrics the Union has no capacity to track.

Slide 6

Platform Strategy

Content effort is weighted toward the platforms where each persona is most active, rather than spread evenly across every channel available.

Instagram carries the largest share because it supports both Stories, for short-term event reminders, and Feed posts, for searchable event information; TikTok is prioritised second for reach among first-year students. Facebook is retained at a reduced share for the Groups favoured by commuting students, while X/Twitter is limited to reactive updates such as venue changes, reflecting its smaller but time-sensitive audience within the Union community.

Slide 7

Content Pillars and Key Messages

• What’s On — event promotion, countdowns and ticket links
• Student Voice — reposted student photos and quotes, with consent
• Wellbeing and Support — signposting to advice and welfare services
• Behind the Scenes — committee introductions and how decisions get made

Each pillar is mapped to at least one objective from Slide 5, so no content is produced without a clear, measurable purpose. The Student Voice pillar is weighted most heavily, since user-generated content typically drives stronger engagement than institutional posts and reinforces the sense that the Union is run by students, for students.

Slide 8

Content Calendar Overview

• Weeks 1–2, Launch: teaser Reels and persona-based welcome posts
• Weeks 3–8, Always-on: three posts per week across the four pillars, plus a weekly TikTok upload
• Weeks 9–10, Mid-term push: a ticket giveaway and a student-generated-content competition
• Weeks 11–12, Evaluation: wrap-up content and the follow-up survey measuring awareness change

This phased structure avoids the common student-campaign mistake of front-loading effort in Week 1 and going quiet once assignment deadlines and part-time work resume normal pressure on committee members’ time.

Slide 9

Budget Allocation

A term budget of £2,500 is proposed, allocated as follows:

• Paid boosting on Instagram and TikTok: £1,200
• Content creation, including design and video editing: £700
• Student ambassador scheme, four ambassadors: £400
• Contingency: £200

Speaker notes: paid boosting is the largest line because organic reach for a new account, particularly on TikTok, is unreliable without initial advertising support during the launch weeks.

Slide 10

KPIs and Success Measures

Every objective from Slide 5 has a matching measure below, so the Week 12 review can state clearly which targets were met, and which were not.

• Engagement rate, calculated as likes, comments and shares divided by reach, tracked weekly
• Follower growth on Instagram and TikTok against the Week 1 baseline
• Click-through rate from the bio link and post links to the events page
• Event attendance uplift compared with the same weeks last year
• Awareness score from the Week 12 follow-up survey compared with the Week 1 baseline

Slide 11

Risks and Mitigations

Four risks were identified as most likely to affect delivery, given the Union’s limited staff time and reliance on volunteer committee members.

• Low organic reach → offset with the paid-boosting budget in Weeks 1–2 and Weeks 9–10
• Negative or off-brand comments → moderation guidelines and a documented escalation process
• Limited committee time → the student ambassador scheme shares the content workload
• Inconsistent posting → a shared content calendar with a named owner for each week

Speaker notes: the moderation guidelines are adapted from the university’s existing social media policy rather than written from scratch, so the Union stays within institutional rules.

Slide 12

Recommendation and Next Steps

This proposal recommends a 12-week pilot of the platform strategy set out above, reviewed against the Slide 5 objectives at the Week 12 evaluation point.

• Approve the £2,500 term budget
• Confirm four student ambassadors from interested societies
• Agree a content approval process with the Union communications officer

If adopted, the pilot gives the Union a low-risk, evidence-based way to test whether a channel-led approach can close the awareness gap identified on Slide 3, before committing to any longer-term budget increase.

Thank you — questions are welcome.

Slide 13

References

Chaffey, D. and Ellis-Chadwick, F. (2022) Digital Marketing: Strategy, Implementation and Practice. 8th edn. Harlow: Pearson.

Hootsuite (2024) Digital 2024 Global Overview Report. Vancouver: Hootsuite.

Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Harlow: Pearson.

Ofcom (2024) Communications Market Report. London: Ofcom.

Tuten, T.L. and Solomon, M.R. (2018) Social Media Marketing. 3rd edn. London: Sage.

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